WLY(SZ:000858) Xin Lang Cai Jing·2026-02-14 07:58Core Viewpoint - The article discusses the release of the microfilm "Nian Shou Gui Shan" by Wuliangye in collaboration with Sina Finance, which aims to capture the essence of family reunions during the Chinese New Year through a contemporary retelling of the traditional "Nian" legend [1][4]. Group 1: Film Overview - "Nian Shou Gui Shan" is a modern fable that narrates the story of every wanderer's return home, drawing from the well-known Chinese folklore of the "Nian" beast [1][4]. - The film presents a dual meaning of the "Nian" beast, symbolizing both the mythical creature from folklore and the contemporary reality of wanderers returning home annually [1][5]. Group 2: Cultural Significance - The film incorporates authentic scenes of Chinese New Year celebrations, such as writing couplets, playing cards, and family gatherings, which resonate deeply with viewers [2][5]. - The climax of the narrative occurs when three generations gather for the New Year's Eve dinner, with Wuliangye prominently placed at the center of the table, symbolizing the connection between dreams and home [2][5]. Group 3: Brand Integration - Wuliangye is seamlessly integrated into various Chinese New Year scenarios, serving as a medium for emotional connection during significant moments, such as family reunions and gift-giving [6]. - The "He Mei" culture of Wuliangye is expressed through the film, emphasizing themes of harmony and togetherness, which are particularly relevant during the festive season [5][6]. Group 4: Future Prospects - The "He Mei Tuan Yuan Jie" series is developing into a sustainable cultural IP, linking traditional festivals with contemporary life through the narrative power of microfilms [3][6]. - "Nian Shou Gui Shan" is set to officially launch on February 14, furthering Wuliangye's commitment to blending brand storytelling with cultural memories during family reunions [3][6].